Every new member gets a €50 welcome reward, paid out in four chunks, one per visit. Here's how far they get.
The venues do the work. 557 people physically showed up and claimed the first reward in person, hard proof of intent. And once someone comes back once, they keep going: 84% reach visit three, 86% reach visit four.
One welcome email is the only contact. A third open it (fine for our sector), but only 6% click through to claim the free Slotbox spins, our one reliable signal. After that, total silence, and just 46% of those who came once come back for the second visit.
The next reward unlocks the very next day, and nobody tells them. My read is it's timing and silence, not lost interest. The cheap way to be sure is to test it, which is exactly what I'd do.
The full journey: Phase 1 gets them in (left), Phase 2 brings them back (right).
Sent the day after the first visit, aimed straight at the biggest leak: getting them back for visit two. Every line does a job:
Three checkpoints tell the story: the first visit (does onboarding work), the second visit (the big leak), and still active at day 30 (did the habit stick). These two are the ones we'd move first.
The targets aren't guesses. Silver Strand already runs at 18% on the same offer. And Genting UK's own data shows the new members they contact are 71% more likely to return within a month, and worth 62% more per head, than the ones they leave alone.
To prove it's the texts and not the season, we hold back 10-15% of new members and send them nothing. That's our control. It settles whether they'd have come back anyway. First read at week 8, the full picture by the quarter. If the texted group doesn't beat it, we stop.
This was never an acquisition problem. We're good at getting them in. It's what happens after. We've already paid for these people, so a euro spent bringing them back beats a euro chasing new ones.
The ask: one group of new members, eight weeks, hold 15% back as a control. If the second visit doesn't beat that holdout, we kill it.
Steven Leka